(Dicle Üniversitesi, İşletme Bölümü, Diyarbakır, Türkiye)
azra bayraktar
(Marmara Üniversitesi, İşletme Bölümü, İstanbul, Türkiye)
Yıl: 2021Cilt: 16Sayı: 56ISSN: 1300-0845 / 1300-0845Sayfa Aralığı: 825 - 851İngilizce

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Today, digital consumers have adapted to the new world order and started to live their second life in mobilephones. Because everything has centralized over the mobile phones, marketing activities turned their face tothe mobile marketing. Shopping activities of consumers moved to the mobile phones, therefore marketingpromotions started to be mobile. This paper tries to surface the usage of mobile promotions and its effect onbuying impulsiveness. In this research, the effect of sales promotions that appeal to both hedonic and utilitarianconsumers and mobile application quality on consumers’ mobile buying impulsiveness is examined. In orderto achieve this research objective, over many mobile applications which represents both hedonic and utilitarianconsumers in Turkey, two commonly used applications are selected. In the results of the research, it was seenthat impulsive buying behavior is extracted as two-dimensions; impulsive and suggestion based. According tothe results, mobile promotions positively affect both impulsive and suggestion based buying, and the effect onimpulsive buying is higher than suggestion based. On the other hand, although the application quality has noeffect on impulsive purchasing, it has a positive effect on suggestion based buying behavior. Finally, in order toexamine the regression differences between the selected applications, Hopi for utilitarian consumers, and Zubizufor hedonic consumers, research model were examined through structural equation model. According to this; asfor the Zubizu application, application quality has more effect on impulsive buying behavior, and for the Hopi application, mobile promotions are more effective on impulsive buying. As a result, the application for hedonicconsumption, impulsiveness acts according to the recommendations. On the other hand, the application forutilitarian consumptions are affected more in a manner of promotional activities.
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